Using The Portrayal Of Sex, Pathos, Logos, And Logos

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Advertisers use many tactics to sell their product. They can all be grouped into Aristotle’s Rhetorical Triangle; which include ethos, pathos, and logos. Including a sense of credibility, facts and statistics, and reaching into the buyer’s emotion are all ways advertisers produce a persuasive argument in order to get more business. One of the most popular ways to persuade is using the portrayal of sex to do so. J.J. Boddewyn, a journalist, states “ads that are indecent, sexist, sexy, exhibit violence to woman or treat them as mere objects present a constant and even growing problem in many countries (par. 1).” An advertisement that can be applied here is for Godiva chocolate. This ad contains a model showing the chocolate in her hand, along with the word ‘GODIVA’ written largely, and some smaller words around it. Digging a little deeper, it’s not just any model, but a very attractive one. She is dressed in what looks to be sleepwear, and a cardigan draping off her shoulders. Not only that, her makeup is very dark around the eyes, making them look more sultry and seductive. The Godiva campaign uses sex appeal to sell their chocolate. Pathos can be seen by the provocative woman, which would attract more male buyers. Ethos is portrayed through the text in the ad and who the model is. There is a lack of logos or facts to support the argument. To begin, pathos is shown greatly here. The model is positioned in the foreground looking over her shoulder at the camera with
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